Landing page - not a rocket science

 

Building a Landing Page is not a rocket science

What is a Landing Page?

Landing page is a web page created specifically for advertising / marketing purpose. Mostly, it will be a single page where a visitor lands in after clicking an Ad or text link from social media or from an email, etc. Normally web pages are designed for providing more information about a product / service and many other information. But landing page is created for a specific reason. It is more focused, like, Newsletter signup, eBook download, Free Trial signup, etc. The aim is to make the visitor to do a specific action called “call-to-action”. It’s not a rocket science…

Why is it important?

Landing page is an important part of digital marketing. It connects a visitor coming from external space to your brand/company. So, it is as crucial as landing a rocket on a planet or on the earth. Because it converts a visitor to a subscriber or even a customer. It sells the product or service. You spend money on digital Ads to bring in traffic to your landing page. But, if it is not in good shape and does not convey the message, then all the money spent will go in vain. A good landing page will increase the call to action ratio, increase the conversion ratio, even generate lead and sell products and services.

A poor landing page with a lot of text, crowded images and multiple options, will eventually fail and will incur loss. So, please give utmost importance to your landing page to achieve your conversion rate.

Parts of the landing page:

·         Your Brand / Company logo

·         Heading - Speak to the visitor directly through the headline

·         The offer that is being promoted should be fully visible in the page without scrolling.

·         Place an image of the product / service / solution that is being offered

·         Minimum number of fields to collect contact details (Recommended to have only 2-3 fields)

·         Call-to-Action button

·         Avoid unwanted images and text in the landing page.

Let's look into it in detail:

Heading: The heading of the landing page must relate to the text through which the visitor navigated to this page. e.g. a visitor sees you text ad “Free eBook on Project Management” in LinkedIn and clicks the link. Then it will take the visitor to your predefined page. The landing page should also have the related heading something like “Get your FREE eBook on Project management”. If you tell something irrelevant here (e.g. “Know More on Project Management”, visitor will get confused and tend to close the page.

Text: The text explanation should be very short & crisp without losing the meaning. No unwanted text or phrases should be present. Use bullet points to explain the benefits / solution that the visitor is going to get by clicking the option.

Branding: Use the company / brand color across the page. In case you want to use other color, then make sure you do not change the company / brand color.

Focus: Only one option should be given to the visitor. (Subscribe, Signup or Download eBook, etc.) If more than one option is needed, then all the options should lead to the ultimate goal of the campaign.

Example -    In case you want to offer free eBook and collect contact details, the you can plan for either of this. (a) collect email id and download eBook and (b) option to subscribe for newsletter and download eBook. In either case, you get the contact details.

Contact Details: Recommended to have only 2-3 fields with just name and email id. Using the “Auto-Fill” feature in the browser, name, email id, etc. will be defaulted in the respective fields; the visitor only need to hit the submit or signup button.

If explanation is needed, it should be opened as an in-page caption box (not as a popup) or as hover text. So that the  visitor need not open or close any popup.

It is important to have the landing page with no other links, buttons, menu, home, etc. apart from the intended click to action option. If you provide any other link or options here, the visitor may try clicking those options and get carried away and you will not be able to achieve the desired goals.

And the most important point you should keep in mind while you design your landing page is the multi device compatibility. i.e. the content should be fit-in the mobile / tab UI also.

I’m happy to share the above knowledge with you and am sure that it will be helpful to run your email campaigns and get higher conversion rate.

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